Market Position of Sony Ericsson

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Market position of Sony Ericsson
According to a variety of estimations by research companies, Sony Ericsson takes up about 8 percent share on the global market of mobile terminals in 2007 and keeps growing. Speaking of its actual position, it is placed fourth, at that the gap separating it from Nokia is substantial, while Motorola’s market share has been slowly growing thin due to negative factors and weakness of the portfolio (learn more in Motorola – strategy and vision, product line for 2007). Samsung is also developing in a relatively negative way in view of meager offer of inexpensive solutions for developing markets and scanty attention paid to carrier markets, so it is getting on a down streak.

Let us take a look at the data on globe-wide sales in 2005-2006 to find the tipping point, after which Sony Ericsson’s solutions have been experiencing sales growth.

Global Sell-In (Millions) Q2 '05 Q3 '05 Q4 '05 2005 Q1 '06 Q2 '06 Nokia 60.8 66.6 83.7 264.9 75.1 78.4
Motorola 33.9 38.7 44.7 146.0 46.1 51.9
Samsung 24.4 26.8 27.2 102.9 29.0 26.3
Sony Ericsson 11.8 13.8 16.1 51.1 13.3 15.7
LG 12.1 15.5 16.2 54.9 15.6 15.3
Others 44.2 48.8 57.6 197.2 46.6 47.7
Total 187.2 210.2 245.5 817.0 225.7 235.3
Global Share % Q2 '05 Q3 '05 Q4 '05 2005 Q1 '06 Q2 '06
Nokia 32.5% 31.7% 34.1% 32.4% 33.3% 33.3%
Motorola 18.1% 18.4% 18.2% 17.9% 20.4% 22.1%
Samsung 13.0% 12.8% 11.1% 12.6% 12.8% 11.2%
Sony Ericsson 6.3% 6.6% 6.6% 6.3% 5.9% 6.7%
LG 6.5% 7.4% 6.6% 6.7% 6.9% 6.5%
Others 23.6% 23.2% 23.5% 24.1% 20.6% 20.3%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

Total Growth YoY 17.6% 25.5% 24.9% 20.1% 29.6% 25.7%

Source: Strategy Analytics

The second quarter of 2006 saw a significant event – Sony Ericsson moved back to the fourth place on the world market, knocking LG off. This success has much to do with high demand for the Walkman-branded phones. At that moment other makers also started on preparing own music-driven...
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